Bibendum

Bibendum

In a new venture, celebrated chef Claude Bosi joined Sir Terence Conran to reinvent and relaunch one of London's most iconic restaurants.

Working with creative consultant Dan Rowe, we were asked to create a new identity that would both signal a new beginning and recapture the original Bibendum magic.

Inspired by the restaurant’s incredible architecture, the identity draws on the fabric of the magnificent Michelin building. A bespoke logotype was drawn based on beautiful tiled lettering that sits at the top of either side of the building, while the grid pattern and colour palette used throughout were inspired by the brickwork and tiles. The aim was to harmonise with, rather than embellish, the exquisite existing details. The new identity has been designed to feel like an extension of, and complement to, the building and overall experience. The original ‘Bibendum’ character (the Michelin Man) remains as a more playful supporting element within the identity.

The identity was developed to work across both the Oyster Bar and the main fine dining upstairs restaurant. We also created a new personal brand for Bosi. The two identities both stand alone and also combine to become “Claude Bosi at Bibendum”. Claude’s identity is inspired by him and his food; robust yet refined, classic French but with a twist. It’s a simple, uncomplicated, but characterful mark.

Since it’s re-opening, the refreshed Bibendum under Claude Bosi’s leadership has not only received many a glowing review, but has also been awarded two highly coveted Michelin stars.